Tesla’s good sales run in recent months appears to have hit a couple of snags in Europe. The EV maker reported gains in some countries while losing out in others in July.
France and Denmark saw growth, with sales rising 86 percent and 52 percent, respectively, year-on-year. The figures come from vehicle registration data supplied by PFA in France and bilstatistik.dk in Denmark.
Sales, however, essentially collapsed in several key European markets last month. Norway recorded 97 percent fewer registrations, followed by Spain, with a drop of 81 percent. Tesla registrations in Italy declined by 77 percent, while the Portuguese auto market disposed of 69 percent fewer units. Sweden rounded out the top five losers, with a 60 percent decline.
The mixed performance comes as the general European EV market is assumed to be getting stronger. Car buyers, according to ING Research, favoured electric vehicles, thanks to government incentives in France. Other markets, such as Denmark, continued to embrace EVs over fossil-fuelled mobility, as fuel prices remain high.
It is also significant that the poor performance comes immediately after Q2 2026, when Tesla surpassed Wall Street revenue expectations. The company was coming out of two straight annual declines, and dominated sales in many markets, including China, Switzerland., Australia, and New Zealand.
However, it appears Tesla is focusing its effort on territories where EV subsidies are available. Germany, for example, is expected to report similar growth to France when market data is released later in the week. June was a very good month for Tesla Germany.
It is also worth noting that a single month of decline does not necessarily spell doom for Tesla. The numbers could have reflected shipment timings or other temporary factors.
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